The Reports Addon for Newsletter adds analysis and retargeting tools for your mail marketing campaigns. Reports Addon works on the set of data collected by the core statistic component of Newsletter and build on it charts, subscriber subsets and more.
If you install the Reports Addon when some campaigns have already been sent, even those will benefit of the analysis and retargeting provided by this extension.
How to access the report panels
Where you can find a newsletter list in the admin panels, you always have a “statistics” button which usually leads to a simplified report for that newsletter. When Reports is installed that button leads to a completely different reporting panel.
The main indicators
The two principal numbers to consider for a campaign are the number of reads and the number of clicks. The latter are always less than the former (since a click is even a “read” – you cannot click an email without read it).
There are not good or bad number, generally speaking, many depends on your business and, more important, on your newsletters! If you need clicks, you should add clear call to actions (CTA) in your emails and ready at the beginning of the message.
Details down to subscriber level
The reports details panel you can check the behavior subscriber by subscriber: delivery errors, opens and clicks. There is an option to export that list with every detail or filter by delivery status.
The main actions you can take are:
- retarget who read the newsletter
- retarget who clicked the newsletter (demonstrated more interest)
- retarget who did not read the newsletter
Retargeting means add the involved subscriber to a list which can be later used to send a second campaign. We prefer to have this intermediate step to add the subscribers to a list, because you can then accumulate subscribers from different campaign.
For example, you can send a series of emails on a specific topic. For each of them, add to a new special list everyone which clicked and so build a list with high interested people.
Retargeting by clicked link
You can even be more selective retargeting people by clicked link. The retargeting panel shows you the links and their number of clicks. For each link you can classify who clicked in a specific list.
Retarget by delivery error
This is a special retargeting where you can select the subscribers which suffered of a delivery error. Note that a delivery error DOES NOT means the subscriber is not reachable or the address is no more valid. Those cases are bounced subscribers.
A delivery error happens when the mailing system fails for some reasons and misses to even try to send the message to a subscriber. Delivery errors may happen it not uncommon specially by cheap providers. If the number is relevant, you can think to resend the campaign only to who were affected.
Usually if you use external delivery service , like the ones we integrate, there should never delivery errors reported.
When the Geo Addon is installed, reports shows a World map with a level of interaction by country. It is only indicative but can suggest some retargeting options or can even be a statistic indication of interest for a specific product.
The per country targeting in this case can be set directly on a newsletter configuration panel.
The Reports Addon adds even statistical information on subscriber profile. You can see all the emails sent to a subscriber with their status: